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22 September 2021 | Story Michelle Nöthling | Photo Supplied
Emily Matabane.

“I love teaching hearing people Sign Language,” Emily immediately mentions when asked about herself, “so that they can communicate with Deaf people and work with them.” Part of her passion, though, was borne from personal hardship. Emily had a difficult experience when she entered the work environment in 2000, since she was the only Deaf person among an all-hearing staff. Can one even begin to imagine the frustration and isolation she must have experienced? It is no wonder, then, that her vision is for Deaf people to have equal access to information, and for the hearing and Deaf to be able to communicate with each other more freely. And the latter she is pursuing with all her energy.

“When I started working as a Teaching Assistant in the UFS Department of South African Sign Language (SASL) and Deaf Studies,” Emily recalls, “few students were interested in studying Sign Language, because they were not aware of Deaf people and Sign Language.” This has started to change, though, as Emily is noticing a drastic increase in the number of UFS students enrolling for SASL. “I am now familiar with a lot of hearing student who have done Sign Language at our university, and they are very friendly when I meet them. Also, because they are able to greet me in Sign Language!” It is important to note that the department teaches SASL modules to both Deaf and hearing students (and staff) who want to learn the language – which is now also available as an online option.

As a second-year student studying BEd, Emily has formed a close relationship with CUADS (Centre for Universal Access and Disability Support) at the UFS. “CUADS is doing a great job in assisting students with disabilities and catering for their needs. They assist students to have access to education on the same level as other students without disabilities.”

Sign Language is of vital importance to the Deaf community, since it is the language of accessibility for Deaf people. “We are proud and acknowledge Sign Language as a medium of communication,” says Emily. “It allows us to express ourselves, and to teach and transfer our Deaf culture from one generation to the other.”

Ultimately, Emily is hopeful that Sign Language will become embraced, celebrated, and recognised as equal to the other official languages in South Africa.

News Archive

UFS appoints advertising agencies
2005-08-19

The University of the Free State (UFS) has awarded its marketing and communication account to a unique joint venture between two advertising agencies.

The agencies involved are the Durban-based TBWA and the Bloemfontein-based agency called C-squared (which stands for Consumer Connectedness).

According to the UFS Director of Marketing, Dr Ivan van Rooyen, the idea of a joint venture came about after a rigorous selection process during which both agencies were short-listed.

“The UFS recognised the synergies that could be developed by having an established agency working together with an emerging agency, which at the same time advances black economic empowerment in the Free State,” Dr van Rooyen said.

He said the UFS was keen to increase awareness locally and nationally about the UFS as a quality institution of higher learning in a very competitive market. The two agencies, he said, are well placed to assist the UFS in achieving this objective.
 
Mr Ben Moseme, chief executive of C-squared, said his agency looked forward to working on the UFS account with TBWA.

Mr Daryl Bennewith of TBWA in Durban says the agency is excited about the opportunity of developing the UFS brand and positioning it for the future.

“We are passionate about the role communication can play in changing perceptions and establishing the UFS as the benchmark for all higher education institutions embracing the challenges of transformation,” Mr Bennewith said.

Media release

Issued by:  Lacea Loader
   Media Representative
   Tel:  (051) 401-2584
   Cell:  083 645 2454
   E-mail:  loaderl.stg@mail.uovs.ac.za

18 August 2005
 

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